My group presented during the “Advertising, Branding, & Viral Marketing” week and while reading Goodman’s article “Peer Promotions and False Advertising Law” I came to the conclusion that I don’t think anything beats a really solid pure peer promotion. I mean, come on. How cool would it be to have developed or be working for a company that has a product that people are that excited to talk about and promote on their own? Goodman defines a pure peer promotion as “… a spontaneous celebration, or denigration, or a brand produced by parties unrelated to, and not in competition with, the brand owner.” Plus, the Coke/Mentos example was just so full of joy it’s next to impossible to watch it with a straight face. Confession: I watched it 3 times in a row.
Goodman described two other types of peer promotion in the article.
Fake peer is about as terrible as pure peer is awesome. At least in this example:
It reminds me of the uncanny valley theory. It’s just too… not real.
Have you fallen for any better-produced fake peer promotions?
Goodman defines Mixed peer promotions as “… mixed with sponsorship when a brand owner solicits or adopts a pure peer promotion for its own publicity purposes” and describes them in two different categories, manifest sponsor involvement and hidden sponsor involvement.
1. Manifest Sponsor Involvement
As an unknown film student, it’s really easy for me to view mixed peer promotional opportunities as a win/win for companies and participants. Publicity and brand-awareness for companies and the potential for project recognition and prizes for participants.
A University of North Texas team was a finalist in this year’s Doritos Crash The Super Bowl contest:
2. Hidden Sponsor Involvement
I’m a huge fan of transparency, so this type of promotion rubs me the wrong way a little bit. The example listed in the text was the blog “Walmarting Across America.” Basically, a family didn’t explicitly state that they were getting compensated for a blog they were writing about the store.
Have you ever made a pure peer promotion? What do you think is the most effective?